ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 1

Chapter I

THE PROBLEM

Introduction

The COVID-19 pandemic has put millions of people worldwide out of

work, paralyzing both small businesses and big industries. Globally, over 1 in 6

people have stopped working since the onset of the COVID-19 crisis, the

International Labor Organization (ILO) reported. In the Philippines, the

Department of Labor and Employment (DOLE) stated that at least 2.6 million

workers have already been “temporarily or permanently displaced” from their jobs.

DOLE estimates that around 5 million Filipinos would lose their jobs to the

pandemic. Meanwhile, some lawmakers give a bigger estimate of 10 million.

While exact figures on youth unemployment resulting from the pandemic are yet to

be revealed, we can all agree that young Filipino workers are not immune to the

economic fallouts resulting from this generation’s biggest health crisis (Rodriguez,

2020).

One hundred fourteen (114) million people to lose their jobs over 2020.

Although millions have returned to work, the International Labour Organization

(ILO) does not expect global working hours to return to pre-COVID levels in

2021. With tens of millions of people losing their jobs or seeing their working

hours reduced due to the COVID-19 pandemic, the ongoing crisis has disrupted

labor markets around the world on an unprecedented scale (Richter, 2021).

According to Statista Research Department, 2021, 64 percent of households

had a member who lost their job due to the enhanced community quarantine

(ECQ), that was implemented in the country on March 16, 2020, because of the

coronavirus COVID-19 pandemic. On the other hand, 36 percent of the surveyed

respondents stated that none of their household members were affected. As the cost
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of the household randomly increases, it has also become something that they

concern when it comes to fear during the pandemic. And as people open

themselves up to new opportunities in the said season, they engage themselves in

various jobs activities to maximize their time. An example is a very convenient and

very reliable activity, online selling and shopping.

Online shopping has become a popular way of shopping for consumers.

This innovation for shopping not only brings a great number and variety of

merchandise to potential consumers but also offers numerous business activities

and a huge market. As social media is being appreciated these days, it is no longer

known only as a platform that facilitates its users to present themselves on the

internet but also as a medium to sell some products to consumers known as an

online shop. Because of the numerous advantages and benefits, more people say

that they prefer shopping online over conventional shopping these days (Singh &

Kashyap, 2007).

Unlike a physical store (Rahman, 2018), all the goods in online stores are

described through text, with photos, and with multimedia files. Many online stores

will provide links for much extra information about their product. On the other

hand, some online consumers are adventurous explorers, fun seekers, shopping

lovers, and some are technology muddlers, who hate waiting for the product to

ship. Consequently, online consumer behavior (user action during searching,

buying, using products) became a contemporary research area for an increasing

number of researchers to understand this unique nature of online shopping.

This pandemic has caused the rise and fall of several industries worldwide.

Even though e-commerce platforms have long been on the rise, the process was

fast-tracked when quarantine guidelines were put into place. With the absence of
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traditional shopping channels, customers have flocked to e-commerce platforms to

secure purchases and transactions (Mallorca, 2020).

In this digital era, buyers expect a fast turnaround, 24/7 customer service,

and instant access to products and services. Online selling goes beyond time and

costs savings. If they choose this path, they will find it easier to compete with

larger businesses and put their products in front of a global audience. Furthermore,

they can improve their offerings and marketing efforts by using customer data

(Picincu, 2019).

The demand for people who involve themselves in this activity rises.

Online selling became a huge thing in this time of the pandemic. Since it is more

advisable to stay at home because of our current situation, people already prefer to

shop online rather than the traditional one for them to be safe from the virus and it

is more convenient as well. Due to this, people saw this as an opportunity to earn

money. Mostly, the people who join in this activity are the people who lost their

jobs due to the pandemic. Knowing that earning money in this season is difficult,

helps them a lot financially. With the help of social media, unemployed people

were allowed to have work and it made their lives easier during this pandemic.

Truthfully, social media has been an influential platform for young adults.

The growth of this open industry especially to the young adults recognizes the

potential of putting up a business online. A business involves a series of challenges

that put these young adults to the test. Sellers can benefit from internet marketing,

24-hour online selling, and remote transaction settlement to reach more customers.

Buyers, including both consumers as well as businesses that source their inputs,

stand to gain through greater choice, convenience, and market competition.

The adolescents or better say “students” also engage in this type of activity.

Online selling became a huge thing in this time of the pandemic. Since it is more
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advisable to stay at home because of the current situation, people already prefer to

shop online rather than the traditional one for them to be safe from the virus and it

is more convenient as well. Due to this, people saw this as an opportunity to earn

money, especially for the students.

A lot of students have already engaged in entrepreneurial activities,

especially in this time of the pandemic. From this, they can earn money that could

help in their expenses not just in school, but also in their home. As the researchers

noticed that the number of students doing the job is increasing by chance, it has

come to the anticipation to conduct this type of research.

Therefore, this study aims to assess the entrepreneurial activities of SHS

student online sellers in time of the Covid-19 pandemic. The study would not only

benefit the student online sellers, but also the different sectors of the open society

and how this online selling changes one's life.

Statement of the Problem

This study aims to assess the entrepreneurial activities of the Senior High

School (SHS) student’s online seller in Ilocos Sur National High School (ISNHS)

in time of the COVID-19 pandemic.

Specifically, it seeks answers to the following questions:

1. What is the profile of the Senior High School (SHS) student’s online

sellers in terms of personal factors along:

a. age,

b. sex,

c. learning strand,

d. platform used,

e. name of business,
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f. type of business,

g. business product, and

h. daily profit?

2. What are the entrepreneurial activities of the Senior High School (SHS)

student’s online sellers in time of pandemic along with the following:

a. product identification,

b. process development

c. selling strategies,

d. distribution mechanisms, and

e. promotion styles?

3. What is the level of satisfaction of customers of the SHS students

online sellers in time of pandemic along:

a. quality of the product,

b. price value, and

c. product packaging?

4. Is there a significant difference between and among the SHS student’s

online sellers on their entrepreneurial activities in time of pandemic?

5. Is there a significant relationship between profile, entrepreneurial

activities, and satisfaction of the SHS student’s online sellers in time of

pandemic?

Scope and Delimitations

This study is delimited to the assessment of the entrepreneurial

activities of Senior High School (SHS) students engaged in online selling during

the COVID-19 pandemic of Ilocos Sur National High School (ISNHS) for School

Year 2021-2022. It considers the profile, 2) entrepreneurial activities, and (3)

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customer's satisfaction as well as the correlational analysis between the variables

being investigated are also considered in this research.

The profile of the respondents is limited to age, sex, learning strand, the

platform used, name of business, type of business, business product, and daily

profit. Moreover, entrepreneurial activities include product identification, process

development, selling strategies, distribution mechanisms, and promotion styles. On

the part of customer satisfaction, it involves the quality of the product, price value,

and product packaging.

The respondents of the study will be a total enumeration of the Grade 11

and Grade 12 SHS students engaged in online selling in ISNHS during the School

Year 2021 – 2022.

The descriptive correlational method of research will be employed. The

relevant data gathered is limited to what is measured by the questionnaire

constructed by the researchers. However, some items and variables are prepared,

modified, and added for the purpose of the study.

The following statistical tools are used in the analysis of data gathered:

frequency count, percentage distribution, mean, Analysis of Variance (ANOVA),

and simple linear correlational analysis.

Theoretical Framework

The concept of the true student entrepreneur is relatively new and

attracting societal and academic attention.

A paucity of research exists on the cognitive process’s student

entrepreneurs use to think, learn and work. Student entrepreneurs operate within a

challenging environment balancing entrepreneurial work activities and study life.

Normally, the archetypal entrepreneur of the last century drops out of university.
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This research explores the student entrepreneur not just as a student attending

entrepreneurial classes but conducting business on/near campus or leading a

campus enterprise (voluntary association) while simultaneously attending formal

university award courses (Marchand & Sood, 2014).

On the other hand, young people and especially students generally hold a

strong interest in an entrepreneurial career (Sieger, Fueglistaller, & Zellweger,

2011). Many students are ambitious and like to try out different things while

studying. It can be argued that the university is an ideal context for testing one’s

entrepreneurial capabilities (Houser, 2014).

On Personal Related Factors. Part of the reason is a boost from personal

factors because the work is out of sync with their skills. This boils down to the

lessons received at school, not by the needs of the job market. The educated

unemployment rate at SMK is relatively high, namely 8.49%, then SMA 6.77%,

diploma 6.76%, university 5.73%. This figure is, in fact, inversely proportional to

the unemployment rate of elementary school graduates, namely 2.64% and junior

high school, with 5.02% (Badan Pusat Statistik, 2020). In the student movement,

the IPM (Ikatan Pelajar Muhammadiyah) is one of Indonesia's largest student-

based organizations. With a hierarchical structure from the branch leadership level,

regional leadership branch leaders, regional leaders, and central leaders have a

newly registered membership of 26,026 and touching 39.2% of the total (IPM,

2020). Armed with an age of 59, the Muhammadiyah Student Association has

contributed a lot to Indonesia's students. Even after achieving such a long life, the

HDI movement has not touched much of the entrepreneurial realm (IPM, 2018). In

comparison, the entrepreneurial activity will provide opportunities from

environmental factors to answer challenges and contribute to the economy to create

jobs and increase individual utility (Bosma et al., 2012). Cultivating

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entrepreneurship from scratch in students will prepare them for the future to meet

economic challenges. (Bowo,2013).

On Age. Most previous studies have taken in account the influence of the

variables of gender, age, and education on social entrepreneurship. When studying

gender, previous research has shown that since stereotypes and cultural values that

describe suitable behaviors for each gender are more social-fifield-oriented than

male-oriented, they are the ones who should undertake socially to a bigger extent

[17]. In terms of age, the difference in cultures and life expectancy between

countries can cause differences in social entrepreneurial rates. Finally, analysis of

the level of education shows that university education positively influences the

propensity to become a social entrepreneur in all economies [18]. Although the

literature has analyzed the influence of gender [19], age [20], and education level

[21] on social entrepreneurial intentions individually (as antecedents and as control

variables), almost no research has explored these variables simultaneously in a

framework. We also analyzed the moderating effect of a country’s development

level on each of the variables under study. In this study, we sought to understand

how these variables influence the generation of social value, a phenomenon that

has not been studied in the literature to date.

The literature on social entrepreneurship has grown considerably since the

1990s. Many studies have focused on definitions and typologies [11], analyzing

which factors influence the creation of this type of enterprise [12,13], and

examining any differences found between social and economic entrepreneurship

[14]. However, the factors that influence an entrepreneur’s social orientation and

their orientation dependencies are two areas that have rarely been analyzed [15,16].

Most previous studies have taken in account the influence of the variables of

gender, age, and education on social entrepreneurship. When studying gender,

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previous research has shown that since stereotypes and cultural values that describe

suitable behaviors for each gender are more social-field-oriented than male-

oriented, they are the ones who should undertake socially to a bigger extent [17].

In terms of age, the difference in cultures and life expectancy between countries

can cause differences in social entrepreneurial rates. Finally, analysis of the level

of education shows that university education positively influences the prop density

to become a social entrepreneur in all economies [18]. Although the literature has

analyzed the influence of gender [19], age [20], and education level [21] on social

entrepreneurial intentions individually (as antecedents and as control variables),

almost no research has explored these variables simultaneously in a framework.

We also analyzed the moderating effect of a country’s development level on each

of the variables under study. In this study, we sought to understand how these

variables influence the generation of social value, a phenomenon that has not been

studied in the literature to date.

Therefore, the contribution of this study to academic literature is two-fold:

To help define the profile of the social entrepreneur by simultaneously testing the

influence of three relevant variables (age, gender, and education) with a strong data

set (7.891 social entrepreneurs), and to contribute to defining the profile of a social

entrepreneur according to the country in which they operate, since the profile will

be different depending on the level of economic development. entrepreneurial

social orientation, and can decide the intensity with which entrepreneurs prioritize

social over economic objectives. However, it is important to remember that the

economic objectives of social entrepreneurs are regarded as subordinate and a

necessary condition rather than a dominant aim [8]. (Marin, Nicholas and Rubio,

2019).
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On Sex. (2006) found that positive perception about entrepreneurship by

society has a stronger effect on females than on males to pursue entrepreneurial

activities, also that gender equality does not raise the number of female

entrepreneurs (a finding also shared by Sarfaraz et al., 2014), however, the

perception of female entrepreneurs becomes more positive in these societies, which

encourages stronger on women for startups. Given how female empowerment and

inclusion in the labor market could enhance their entrepreneurial pursuits, we

guided ourselves with the Gender Inequality Index from the United Nations

Development Programme to posit our next hypothesis. Its latest report (UNDP,

2018) ranks Spain 14th worldwide on gender equality (out of 189 countries

included), so it would be reasonable to find a positive effect from social perception

with both groups, and that females are being encouraged. Following the study of

Baughn et al. (2006), we also hypothesize that this would weigh stronger on

females on its motives, thus mediating its positive effect on intention. (Ward,

Hernandez-Sanchez and Sanchez-Garcia, 2019).

On Learning Strand. This track appeals to those who have set their minds

towards college education. Divided into degree-specific courses, the Academic

track in senior high school aims to prepare students to more advanced university

courses. Entrepreneurship education is an important way for entrepreneurs to

acquire resources, enhance innovative ability and innovative personality, and build

multi-level learning channels for entrepreneurs by integrating various knowledge

and value systems. From knowledge learning to skills improvement,

entrepreneurship education includes general ability development and improvement

of professional ability. Entrepreneurial competence, which is important for

success, mainly refers to the ability to identify opportunities and develop the
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necessary resources and capital (Arthurs and Busenitz, 2006; Kettunen et al.,

2013), in addition to technical, financial, and legal knowledge (Kuratko, 2005).

Therefore, entrepreneurship education might enhance the confidence of the

students that they will be able to solve new and unexpected problems.Skills are

described as the ability to apply knowledge in practice, a special ability that drives

innovation and development. In entrepreneurship, highly developed political skills

can help student entrepreneurs accurately identify and acquire effective resources

in a dynamic and complex social environment, as well as create a new combination

of technology and knowledge with the support of organizations.

On Platform Used. Despite recent research contributions in open

innovation and entrepreneurship, there still exists a number of questions and

conceptual gaps in the above research area. For example, what are the innovation

opportunities for entrepreneurs amid the rapid advance of new technologies? The

study also finds insufficient research effort on the relationship between

entrepreneurship and the adoption of platform-based open innovation strategy. In

particular, how can entrepreneurs achieve innovation through participating in

platform-based ecosystems? To answer the above research question, the study aims

to (1) investigate present innovation platforms available for start-up firms, (2)

categorize these innovation platforms to fulfill the needs at different stages of

innovation for entrepreneurs, and (3) demonstrate the concerns and issues an

innovation platform ecosystem may bring forth for entrepreneurs. The study is

organized as follows. The next section discusses the relationship between

entrepreneurship and open innovation. The study then describes various types of

platforms and how the platform strategy can facilitate open innovation. Next, the

study elaborates on the platform-based innovations for entrepreneurs with

examples and practices. The study further classifies these platforms according to
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the two primary endeavors in the innovation process (i.e. invention and

commercialization).

Namely, these platforms are categorized into four types of platforms based

on an entrepreneur’s capability (high or low) in the above two activities. The study

then demonstrates the potential challenges arising from the adoption of the

platform strategy and proposes a number of future research topics. (Hsieh and Wu,

2019).

On Type of Business. Business types range from limited liability

companies, sole proprietorships, corporations, and partnerships. As a first

approximation, a policy of government neutrality on firms of varying size is

needed. But, because of discriminations which already exist which favor large

firms over small firms, special small business programs may be necessary to

provide an equitable policy base.

Unfortunately, programs designed to benefit all businesses, like the

investment tax credit, tend to primarily benefit larger firms (Berney, 1979). This is

the case for two reasons. First, there is a basic difference in production

relationships: large firms tend to be more capital intensive and small firms more

labor intensive. Second, the more complex a rule or regulation, the more costly it is

for small businesses to use it. Consequently, even the employment tax credit,

which should benefit the small firm, is not used by them. Instead, it tends more to

benefit the larger firm. (Berney and Owens, 1985)

On Business Product. Argues that currently many businesses are looking

to reduce the environmental impact of their activities or products but sadly the

results are often disappointing. Sustainable development remains elusive. The

future clearly demands something different ‐ we need solution focused products

that produce an E‐plus effect. These will increasingly dominate future markets and
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provide the key to a competitive edge. The challenges, and barriers, are, however,

likely to be significant ‐ concurrently the environmental lobby is changing tactics,

moving from problem/blame campaigning to preventive/solutions campaigning.

Campaigners rightly point to the earth bank balance as continually overdrawn and

unhealthy, with life support systems threatened and biodiversity declining. No one

appears to re‐invest in this global bank balance. Withdrawals are easy, but

investing is not so easy. With the E‐plus concept, creativity and innovation will

require different patterns of thinking from the people that have hitherto used their

talent to create existing new products and markets or to survive hard times.

Managers need not only promote a climate of innovation and creativity but do so in

directions that are fundamentally different. Business talent and enterprise is poised

to become a major player as a social force. The talent is out there and some of the

new innovative thinking patterns are explained in this article through the

description of simple examples from across Europe. (Beard and Hartmann, 1997).

On Daily Profit. Daily profit describes the financial benefit realized when

revenue generated from a business activity exceeds the expenses, costs, and taxes

involved in sustaining the activity in question. Any profits earned funnel back to

business owners, who choose to either pocket the cash or reinvest it back into the

business.The key insight of RBT and other competitive-advantage-based theories

of profit is that firms often differ systematically in the extent to which their

processes for transforming inputs into outputs can create economic value,

where value is defined as the difference between what customers are willing to pay

for the firm’s product and the firm’s cost to produce and deliver that product to

those customers (Brandenburger & Stuart, 1996).

On Name of Business. This theory of brand names suggests that

expenditure on advertising is a bond between consumers and firms. The

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advertising is a non-salvageable investment that only pays for itself if the firm

continues to produce a consistent, expected level of quality. By this argument,

advertising need not have content. It is only necessary to demonstrate that a given

level of investment is sunk into the brand name. Taking the argument close to the

absurd, firms could simply burn money. (Maloney, 1999).

On Entrepreneurial Activities. The entrepreneurial activity can be

understood as the ability of human beings to shape environmental conditions in

their favor through a visionary process of creating reality. According to Murphy,

Liao and Welsch (2006), the increase in entrepreneurial activity is one of those

factors for the increase of the per capita income in the West, especially from the

19th century on.The literature on student entrepreneurs, including the growing

literature on entrepreneurship education, has so far largely ignored contextual

influences and usually looks at individual level determinants only (Martin,

McNally, & Kay, 2013; Pittaway & Cope, 2007). This is surprising because

universities have in recent years to a different degree adopted measures to increase

the entrepreneurial propensity of their students, thereby creating more or less

supportive contexts for starting a business (Eickelpasch & Fritsch, 2005; Hoppe,

2015; Kuratko, 2005; Walter, Parboteeah, & Walter, 2013). Because students

typically have no or little industry experience, the university and regional context

(Geissler, 2013) and their family background (Aldrich & Cliff, 2003; Laspita,

Breugst, Heblich, & Patzelt, 2012) can be assumed to be more important for their

entrepreneurial propensity than for people at a later stage of their professional

career. We know of only two studies Investigating student entrepreneurship from a

contextual perspective (Geissler, 2013; Walter et al., 2013). Both find evidence for

the relevance of context on entrepreneurial intentions, without, however, being

able to analyze determinants of subsequent start-up activities. These studies also

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suggest that - not surprisingly - students are affected 3 by other determinants than

faculty members. Thus, the results from the academic entrepreneurship literature

cannot easily be transferred to students. (Bergmann, Hundt and Sternberg, 2016).

Entrepreneurial orientation provides a useful framework for understanding

and doing entrepreneurial activities in an organization and creating a strategic

orientation in an organization (Zahra and Dess, 2010). Entrepreneurial activity,

which was conventionally understood as the behavioral approach of

entrepreneurship thought. The assumption of this current view is that people seek

their personal fulfilment and have entrepreneurial initiative as a way to achieve this

goal (SOUZA; GUIMARÃES, 2005).

On Product Identification. The social-identity concept termed

‘identification’, now described as a key concept in organizational behaviour

(Gioia, Shultz and Korley, 2000), has been investigated in the sociological and

psychological disciplines and more recently in organization behaviour and human-

resource management. However, a review of the literature has revealed that until

very recently few studies seem to apply it in the context of marketing (Ahearne,

Bhattacharya and Gruen, 2005). We follow Dutton, Dukerich and Harquail (1994),

who define organizational identification as the cognitive connection made by the

employee with an organization that preserves the continuity of their self-concept,

enhances their self-esteem and provides distinctiveness. We substitute the word

‘brand’ for the word ‘organizational’ and ‘customer’ for the word ‘employee’. We

find this definition is most appropriate to marketing and corporate branding, where

branding processes build valued differentiation into the company and its products

to encourage increased custom and increased ability to obtain resources from

stakeholders (Balmer and Gray, 2003) and where identity and values link at three

levels – the customer, the brand and the organization (Urde, 2003). These
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processes need to be flexible and to adapt to changing competitive contexts.

‘Identity’ itself, once seen only as an enduring element of organizational life

(Albert and Whetton, 1985), is more recently being understood to be a fluid, even

evolving, and hence adaptable construct as it interacts with image (Balmer and

Gray, 2003; Gioia et al., 2000). So our paper is based on the strong belief that this

concept of identification is highly relevant to developing customer brand

relationships, in some settings and with some customers, and so provides one point

of connection between corporate branding, identity and communications. (Halliday

and Kuenzel, 2008).

On Process Development. Process development is technically difficult,

time-critical and competitively important, thus worth being explored as a distinct

unit of analysis. This paper develops a theoretical framework to fill this gap in

knowledge based on a comprehensive literature review. Five objectives for process

development are summarised to align with the goal of product realisation, and 12

enablers (including intra-functional enablers, inter-functional enablers, and

learning enablers) are identified and discussed. The authors first locate process

development in the product realisation process (including product design, process

design, process execution and process improvement) and draw necessary parallel

factors between product design and process design as a foundation. Then the

attributes of all relevant literature are organised and general principles for

successful performance of development projects are used to infer the enablers. The

developed framework offers opportunities to further verify the new enablers and

theoretical links in future studies. One implication is that process development

should be viewed as a strategic function for competitive edge and as such specific

measures should be set to create an environment that is conducive to successful

performance. (Lu and Botha, 2011).

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On Selling Strategies. Intense competitive and turbulent economic

conditions have forced American businesses to re-examine every aspect of their

strategies, from organization to how they publicly present what they sell. A Theory

of Market Strategy uses economic theory to derive concepts of market strategy

involving the exploitation of the differences in potential consumers and in

products. That is, a firm can create a market strategy for a new product that takes

into account the fact that different customers will be willing to pay different prices

based on their expertise and perception of the product's value. In addition, this

strategy considers that consumers will also want different models of the product. In

the first half of this work, Geruson develops these concepts, showing that the key

to successful market strategy is the exploitation of "two dimensional market

heterogeneity," a new idea that integrates and enhances the concepts of product

differentiation, price discrimination, market segmentation, information signalling,

and customer purchase risk reduction.

The second half follows with applications to these concepts in regard to the

mainframe computer industry. In-depth examples from IBM and niche computer

companies Cray, Tandem, and Control Data show how to practically implement

the ideas and provide many lessons on the hidden pitfalls and secrets to success in

market strategy. The book derives from Geruson's dissertation at Oxford

University and has been augmented by his experience at International Business

Machines, Incorporated and Toshiba International, making it accessible to

sophisticated practitioners in market strategy and strategic planning. (Geruson,

1988)

On Distribution Mechanisms. Distribution can make or break a company.

A good distribution system quite simply means the company has a greater chance

of selling its products more than its competitors. The company that spreads its
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products wider and faster into the marketplace at lower costs than its competitors

will make greater margins absorb raw material price rise better and last longer in

tough market conditions. Distribution is critical for any type of industry or service.

The best price product, promotion and people come to nothing if the product is not

available for sale at the points at which consumers can buy.

On Promotion Styles. In business, promotion is any communication that

attempts to influence people to buy products or services. Businesses generally

promote their brand, products, and services by identifying a target audience and

finding ways to bring their message to that audience. Communicating a product’s

benefits to customers is a significant aspect of any marketing mix. Even if a

product is the best in its class, a company must communicate this value to

customers, or it will fail. This is what promotion does: It is the process of

communicating value to customers in a way that encourages them to purchase the

good or service. Promotions must have a goal, a budget, a strategy, and an outcome

to measure. Companies must use their promotional budget wisely to create the best

results, which can include sales, profit, and awareness through the use of a

cohesive message throughout the campaign.

Some typical forms of promotion are advertising, social media, public

relations, direct mail, sales promotions, and personal selling.

On Customer Satisfaction. Festinger’s theory of dissonance (1957) forms

the basis for the theory of assimilation. The theory of dissonance states that the

consumer makes a sort of cognitive comparison between the expectations

regarding the product and the product’s perceived performance. If there is a

discrepancy between expectations and the product’s perceived performance, the

dissonance will not fail to appear. This point of view on post-usage evaluation was

introduced in the literature discussing satisfaction under the form of the theory of
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assimilation (Anderson, 1973). According to Anderson, the consumers try to avoid

dissonance by adjusting their perceptions of a certain product, in order to bring it

closer to their expectations. In a similar way, the consumers can reduce the tension

resulted from the discrepancy between expectations and the product’s

performance, both by distorting the expectations so that they could be in agreement

with the product’s perceived performance, and by increasing the level of

satisfaction through minimizing the relative importance of experimental

disconfirmation (Olson and Dover, 1979). The theory presumes the consumers are

motivated enough to adjust both their expectations and their product performance

perceptions. If the consumers adjust their expectations or product performance

perceptions, dissatisfaction would not be a result of the post-usage process.

Consumers can reduce the tension resulting from a discrepancy between

expectations and product/service performance either by distorting expectations so

that they coincide with perceived product performance or by raising the level of

satisfaction by minimizing the relative importance of the disconfirmation

experienced (Olson and Dover, 1979) Some researchers have discovered that the

control on the actual product performance can lead to a positive relationship

between expectations and satisfaction. (Anderson, 1973) Consequently, it is

assumed that dissatisfaction could never appear unless the evaluation process

began with the customers’ negative expectations. (Vlaicu, 2014).

On Quality of Product. Quality is a subjective concept, dependent on the

perceptions, needs, and goals of the individual consumer. One of its tenets is that

people are imperfectly informed about quality. need cues to form quality

perceptions. Since these cues are usually imperfect indicators of quality, quality

risk will be experienced. A meta-analysis of studies dealing with the effects of

quality cues on perceived quality shows that the cues price, brand name, store
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 20

name, country of origin, and the physical product (i.e., the physical characteristics

of the brand) influence quality perceptions. This does not imply, however, that all

of these cues have a significant effect on perceived quality for all products and in

all situations. Presently, not much is known about the mediating role of personal

and situational characteristics on cue effects. It is important to note that few

models of the quality perception process have been proposed in the literature.<p>A

development in consumer behavior research that is relevant to the perceived

quality approach is the increasing use of descriptively realistic but more limited

models. These models usually are empirically testable, which is not the case for the

large integrated models, and also stand a better chance of being applied outside the

academic setting.<p>The confusion surrounding the concept of quality is largely

due to differences in perspective taken by different authors. A consumer behavior

researcher and a philosopher have something quite different in mind when they

communicate about quality. It is therefore important that a researcher clearly states

the view on quality taken by him/her.<p>It cannot be said that any one approach to

quality is superior to any other. All four approaches are valuable in their own right.

The usefulness of a certain approach is dependent on the issues to be

investigated.<p>The four approaches to product quality have developed largely

independent from each other. However, it is possible to develop relations between

the approaches as was done in this work. Briefly, the results of a study employing

the perceived quality approach can be used to develop the technical quality

specifications employed in the production management approach. This integration

of the perceived quality approach and the production management approach has

been called 'quality guidance', the theoretical underpinnings of which are discussed

more fully in Steenkamp and Van Trijp (1988a, 1989b). The economic approach

can be used, in conjunction with the production management approach and the
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 21

perceived quality approach to select the quality level that yields the highest profit

or market share. (Steenkamp, 1989).

On Price Value. Value-based pricing is a strategy of setting prices

primarily based on a consumer's perceived value of a product or service. Value

pricing is customer-focused pricing, meaning companies base their pricing on how

much the customer believes a product is worth.

Value-based pricing is different than "cost-plus" pricing, which factors the

costs of production into the pricing calculation. Companies that offer unique or

highly valuable features or services are better positioned to take advantage of the

value pricing model than companies which chiefly sell commoditized items. The

value-based pricing principle mainly applies to markets where possessing an item

enhances a customer's self-image or facilitates unparalleled life experiences. To

that end, this perceived value reflects the worth of an item that consumers are

willing to assign to it, and consequently directly affects the price the consumer

ultimately pays. (Bloomenthal, 2020).

Although pricing value is an inexact science, the price can be determined

with marketing techniques. For example, luxury automakers solicit customer

feedback, that effectively quantifies customers' perceived value of their

experiences driving a particular car model. As a result, sellers can use the value-

based pricing approach to establish a vehicle's price, going forward. (Bloomenthal,

2020).

On Product Packaging. In marketing literature, packaging is a part of the

product and the brand. A product's package represents its characteristics and

communicates the product information. For consumers, the product and the

package are one and the same when they see it on the supermarket shelves. During

the purchasing decision, the package assists the consumer by creating the overall
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 22

product perception which helps the evaluation and the making of the right choice.

Furthermore, the package is the product until the actual product is consumed and

the package is recycled (Polyakova, 2013). The package design adds value to the

package and to the product respectively. Design elements such as colors, font, text,

and graphics have an important role in package appearance. Pictures on the

package in form of attractive situations (mountains, beaches, luxury houses and

cars) can assist in triggering lifestyle aspirations (Rundh, 2009). At the point of

purchase, the primary role of the package and packaging design is to catch the

consumers‟ attention and to stand out among the competition in the store or at the

supermarket.

Successful package design and packaging itself is the result of the

involvement and the work put forth by marketers, designers, and customers.

Hence, packaging is a major instrument in modern marketing activities for

consumer goods. Prone (1993) deems that the package can attract the customers‟

attention, communicate company‟s name and image, differentiate the brand from

competitors, and enhance the product‟s functionality (Garber and Burke and Jones,

2000). Therefore, the package itself acts as a decisive communication tool and

provides consumers with product-related information during the buying decision

process. There is a term that has its origins in packaging and packaging design –

product positioning. Positioning recognizes the importance of the product and the

image of the company and it is required to differentiate the product in the minds of

consumers. In other words, positioning assists the package and product awareness,

keeping it present in the consumers mind against competitors in terms of attributes

that the brand or company name does not offer. Maggard (1976) deems that

product positioning induces marketing mix where the elements such as pricing

policy, place, products and promotion are included. These elements help to reach
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 23

the consumers and define the appropriate product positioning in their minds

(Ampuero and Vila, 2006).

Conceptual Framework

To illustrate the study, a research paradigm on the Input-Process-Output

Model will be used to determine the entrepreneurial activities of Senior High

School (SHS) student online sellers in time of the COVID-19 pandemic is

presented below:

INPUT PROCESS OUTPUT

Profile of Respondents Entrepreneurial

activities of
Online Sellers
a. age, Customer
b. sex, Satisfaction
a. product
c. learning strand, identification,
a. quality of
d. platform used, b. process
the product,
e. name of business, development,
b. price value,
f. type of business, c. selling strategies,
and
g. business product, d. distribution
c. product
and mechanisms, and
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 24

Figure 1. The Research Paradigm

The paradigm shows the profile of student online sellers and their

entrepreneurial activities focusing on product identification, process development,

selling strategies, distribution mechanism, and promotion styles. Additionally,

customer satisfaction of customers includes quality of the product, price value and

product packaging.

It theorizes that the profile of online seller students affects their

entrepreneurial activities and the level of satisfaction of their customers in the

Senior High School (SHS).

Operational Definition of Terms

For a clearer and better understanding of the study, the following

words are defined in the context of the study:

Entrepreneurial activities. This pertains to the manufacturing, processing,

selling, offering for sale, renting, leasing, delivering, dispensing, distributing or

advertising of goods or services for profit.

Product identification. It is a broad category of labelling that includes

functions such as product traceability, brand protection, and various information

labels.

Process development. It is also commonly referred to as the business

development strategy is crucial for both long term growth and profitability.

Selling strategies. It is an operating plan for the company’s sales force.

Distribution mechanisms. It is a delivery of material right from

manufacturing to distributors to the end customer.

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 25

Promotion styles. The plans and tactics implemented by brands that want

to promote themselves in the market and increase their sales, drive more revenue,

build brand equity, and build recall for their products and company.

Customer’s satisfaction. This refers to the level of contentment customer

feels with their purchase.

Quality of the product. The performance of the product as per the

commitment made by the producer to the consumer.

Price value. It is the amount paid for acquiring any product or service.

Product packaging. It is the act of designing and creating the container

and wrapper for the product.

Profile of the Students. This refers to personal background or information

of the respondents.

Age. It refers to the respondents age measured in years or the period of life

the respondents exist.

Sex. It is the biological characteristics of the respondents usually a male or

female.

Learning strand. It is a written descriptions of what students are expected

to know and be able to do at a specific stage of their education.

Platform used. It is any hardware or software used to host an application

or service.

Name of business. The name by which people know your business.

Type of business. It is an organization or enterprising entity engaged in

commercial, industrial, or professional activities.

Business product. It companies purchase to produce their own products or

to operate their business.

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 26

Daily profit. It is the amount of earnings within a day of the business at

hand.

Assumptions

This study will be premised on the following assumptions in the conduct of

the study:

1. The student online sellers have different entrepreneurial activities in

terms of product identification, process development, selling

strategies, distribution mechanism, and promotion styles.

2. The student online seller’s customer’s satisfaction level is good

towards the quality, price value, and the packaging of their product.

3. The entrepreneurial activities and customer satisfaction among

students’ online sellers in Ilocos Sur National High School (SHS)

are reliable and measurable.

4. The instruments to be used are reliable and valid.

5. The online seller students will answer the questionnaires sincerely

and truthfully.

6. The variables included in this study are enough bases to determine

the relationship of the profile, entrepreneurial activities, and the

level of customer satisfaction among online sellers’ students during

this pandemic.

Hypotheses

Based on the statement of the problem, the following hypotheses are

considered in this study:

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 27

1. There is a significant difference between and among the Senior

High School (SHS) student’s online sellers on their entrepreneurial

activities and the level of customer’s satisfaction.

2. There is no significant relationship between the profile,

entrepreneurial activities, and customer satisfaction of Senior High

School (SHS) online sellers’ students in Ilocos Sur National High

School (ISNHS).

Methodology

This section provides a detailed description that elaborates the plan of

action, process, or design that informs the methods employed in this study.

A plan of action is necessary to attain the goal of answering the questions

raised by the researcher. This chapter discusses the context of the study, the

participants, the methodology employed, specific methods and data collection

techniques, step-by-step procedures followed, and data analysis techniques.

Research Design. To achieve the purpose of this study, the descriptive

correlational method of research will be utilized with the main objective of

generating hypotheses regarding the profile, entrepreneurial activities, and the level

of customer satisfaction of Senior High School (SHS) students of Ilocos Sur

National High School (ISNHS) in time of COVID-19 pandemic. According to

Manuel and Medel (1976), descriptive research involves the description, recording,

analysis, and interpretation of the present nature, composition, or process of

phenomena. The focus is on the prevailing conditions, on how a person, group, or

thing behaves or functions at the time of the study.

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 28

The correlational analysis will be utilized to determine the

relationship between the personal-related factors to their entrepreneurial activities

and the level of customer satisfaction of the SHS students’ online sellers.

Population and Sample. The respondents of the study are the Grade 11

and Grade 12 students of the Senior High School (SHS) in Ilocos Sur National

High School (ISNHS), Schools Division of Vigan City for the School Year 2021 –

2022.

The Grade 11 and Grade 12 SHS in ISNHS is divided into four (4) strands

of the Academic Track, namely: Humanities, and Social Sciences (HUMSS),

Accountancy, Business and Management (ABM), and Science, Technology,

Engineering and Mathematics (STEM) and General Academics (GAS). Table 1

illustrates the population of the respondents.

Table 1. Proportional Table Enumeration

Strand Population of the Respondents

HUMSS 25
ABM 8
STEM 16
GAS 1
Total 50

Research Instrument. The principal device to be used by the researchers

to collect the data will be a validated survey questionnaire to gather details and

information about the entrepreneurial activities and customers’ level of satisfaction

of student online sellers. Most part of the questionnaires are constructed by the

respondents; however, some modifications are made to seek the purpose of the

present study.

The questionnaire is composed of three parts. Part I is on the respondents’

background information. Part II will assess the entrepreneurial activities of the

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 29

student online sellers focusing on product identification, process development,

selling strategies, distribution mechanism, and promotion styles. Part III will

evaluate the level of satisfaction of customers along with the quality, price value,

and packaging of the product of online sellers in time of the pandemic.

The instrument will be validated by competent and knowledgeable research

educators and authorities: one Master Teacher I, Teacher III and Teacher II of the

Science, Technology, Engineering and Mathematics (STEM) Strand.

The norms for interpretation for the entrepreneurial activities of student

online sellers in are shown below:

Range of Score Item Descriptive Rating

4.21 – 5.00 Strongly Agree (SA)
3.41 – 4.20 Agree (A)
2.61 – 3.40 Neutral (N)
1.81 – 2.60 Disagree (D)
1.00 – 1.80 Strongly Disagree (SD)

The norms for interpretation for the level of customer’s satisfaction of

student online sellers are shown below:

Range of Score Item Descriptive Rating

4.21 – 5.00 Very Satisfied (VS)
3.41 – 4.20 More than Satisfied (MS)
2.61 – 3.40 Satisfied (S)
1.81 – 2.60 Partly Satisfied (PS)
1.00 – 1.80 Not at all Satisfied (NS)
Data Gathering Procedure. In the conduct of the study, the researchers

will go to the School Principal IV of Ilocos Sur National High School (ISNHS)

seeking permission and asking for endorsement for the conduct of the study. The

researchers will ask permission from the Assistant Secondary School Principal II

for Academics and finally to the Officer-in-Charge - Subject Group Head of the

Accountancy, Business and Management and Science, Technology, Engineering

and Mathematics (ABM/STEM) to administer the validated questionnaire to the

respondents.
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 30

When permission will be granted, the researchers personally float the

questionnaires through Google Forms and see to it that the situations are favorable

and controlled against pressure.

Lastly, the researchers will tally the responses of the respondents from

Google Forms to analyse, interpret and implicate the data that will be collected

thoroughly.

Statistical Treatment of Data. To attain the objectives set for in this

study, the following statistical tools are to be used to treat the data that will be

gathered:

Frequency count and percentage distribution to describe the

respondents in terms of their profile.

Mean to indicate the agreement or disagreement in each item of the

entrepreneurial activities and level of customer’s satisfaction of the online seller

students.

Analysis of Variance (ANOVA) to determine the significant difference

between and among the student’s online sellers on their entrepreneurial activities

and level of customer’s satisfaction in time of pandemic.

Pearson rxy to determine the significant relationship between the profile,

entrepreneurial activities, and customer’s satisfaction of the student’s online sellers

in time of the pandemic.

Ethical Considerations. To ensure objectivity in the conduct of the study,

several considerations were made in the determination of respondents, gathering of

data, analysis and interpretation of data. Hence, the present study was subjected to

the Ethics Review Committee for further scrutiny and evaluation of the principles

of research ethics in conducting research. Before conducting the study, the

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 31

researchers will send a formal communication letter to allow the researchers in

conducting their study, and to the respondents of the study.

After the permission will be granted, the researchers will provide complete

information first to the respondents about the purpose of the research and their

specific contribution to the study. The respondents that will be chosen are those

who are willing to cooperate with the study; hence, there will be no absolute force

in answering the given questions and will be answered voluntarily, honestly, and

completely. They will be allowed to withdraw at any time in the research if they

are not comfortable in their participation in the study.

The researchers will further elaborate that the sole purpose of the study is to

assess the entrepreneurial activities of student online sellers. Also, the level of

customer satisfaction with their product/services will be evaluated. After this, the

data that the researchers will gather from the respondents will be utilized in the

data analysis.

Furthermore, the researchers will make sure to respect the respondents of

the study. They will be assured that their identities will remain confidential for

them not to be harmed physically, psychologically, or emotionally. Instead, they

will be assigned codenames so that they can express their thoughts freely without

any worries. Except for the researchers, no one knows where the statement came

from. The researcher will protect the respondents' privacy by not disclosing details

about their experiences.

For the benefit of the respondents, no compensation will be provided, but

the researchers will make sure to express their sincere gratitude to the respondents

for granting their permission to be a part of the completion of the study.

Additionally, the respondents will benefit from the study through new knowledge

that will be obtained in the findings and conclusions of the study.

ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 32
 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL 33

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